Meri Baregamian was appointed CEO of Bliss in July 2016. Formerly of the Global Brands Division of Walgreens Boots Alliance, less than two years later,the new Bliss launched at Target and Ulta Beauty, as well as the newly re-launched Blissworld.com. Beauty Insider recently asked Meri five burning questions about the business. Here’s what she said.

Beauty Insider: Tells us about the new, updated Bliss line-up.

Meri Baregamian: We knew that consumers loved Bliss products and their efficacy, as well as the brand’s distinct personality. However, the two key concerns when taking on the relaunch were that consumers thought the brand was overpriced and they could never find it. Also, the brand’s look, feel and assortment was a bit dated and disjointed.

With those pain points in mind, we did a complete brand overhaul to make it relevant to today’s 18 to 35-year-old core consumer. While our demographic hasn’t changed, the 18 to 35-year-old of today – who she is, where she shops, what she looks for in her go-to brands and products – is very different than who she was when Bliss launched 20 years ago.

So, we repositioned the brand and adjusted pricing and distribution to align with who that core consumer is today. We brought in the original creative team, Kim Biggs and Alli Truch of Biggs & Co. to spearhead the brand redesign end-to-end and give Bliss a fresh, modern look and feel.

We streamlined our assortment and narrowed down the line to focus on skincare and body. When I joined there were about 100 skus and now there are 39 with more launching this fall. Currently, our key focuses are cleansers, masks and speed-to-market, ahead-of-the-trend innovation.

And perhaps most importantly, we relaunched with our iconic formulas — and developed dozens more products — that still have that spa-powered efficacy Bliss is known for but are now 100% cruelty-free and blissfully-free from parabens, phthalates, SLS, SLES and more.

BI: What about Bliss’s website?

MB: The site relaunched in March with our new visual identity reflected throughout. We changed the backend of our site to new platforms that streamline the buying process and improve the overall consumer experience.

BI: What product icons have stayed within the collections?

MB: We relaunched with our icons, alongside dozens of new products. The icons are Lemon & Sage Body Butter, Triple Oxygen Self Activating Facial and Fab Foaming 2-in-1 Cleanser and Exfoliator. The new heroes include our Mighty Marshmallow Whipped Mask, Pore Patrol Clay Soufflé Mask as well as Pore Patrol Clay-to-Foam Cleanser. We also have some great trend-driven innovation including new jelly textures, such as our Jelly Glow Ball Radiance-boosting Cleanser and Makeup Melt Dry/wet Gentle Jelly Cleanser. Prices range from $10 to $30.

BI: Talk about your new executive team.